Opis
The aim of the initiative has been the publication of the discussions which took place during annual 27th MAG Scholar Global Business, Marketing & Tourism Conference host by University to Economics in Katowice in 2017. This Conference, organized each year by the MAG Scholar, provided wonderful opportunity for academics and professionals from all over the world to share their knowledge, skills, and experience in the field of internationalization and all new phenomena on market. The entire publication is divided into five parts and contains selected papers presented at the 27th MAG Scholar Global Business, Marketing & Tourism Conference on “European Marketing from Global Perspective” in Katowice. First part provides inside to international environment element which influence on performance of companies and consumers. Second one presents selected aspects of marketing activities and instruments used on international market. Part three is focus on different business models undertaken by companies on international market. In part four there are papers which describe selected aspects of consumer behavior. Part five, which conclude this book, discusses range of papers dedicated to new trends in consumer behaviors on international market. The book does not cover all the important problems and issues of internationalization. It allows, however, prepare them as identification, presenting the importance and role of internationalization for companies and consumers on contemporary market. Spis treściForeword 7 Acknowledgement 9 Part I International environment for companies and consumers Marzena Czarnecka, Grzegorz Lot Consumer protection standards on electricity markets 13 Urszula Grzega Selected elements of living conditions of the population of the European Union 25 Agata Małysa-Kaleta Cultural determinants of consumer behavior in marketing practice – selected aspects 36 Part II Marketing instruments and companies performance on international market Jean Pfiffelmann Talent attraction in global business through employer brand image 57 Jakub Wolny, Marta Grybś-Kabocik Methods of low-budget promotion of startups 78 György Jóna, Levente Varga Case study on marketing of a focal firm – a network approach 87 Part III Business models of companies on international market Patryk Mączko International business activities on moto-vehicles market 101 Agnieszka Tetla Logistic consumer service in preventing consumer misbehavior on insurance market 116 Tomasz Silwanowicz Origin and development of collaborative finance 124 Part IV Consumers and their behavior on international market Aleksandra Burgiel Consumers’ attitudes towards non-ownership consumption and their managerial implications 139 Gabriela Hanus Children and adolescents as consumers on food market and their food choices – literature and research review 159 Izabela Sowa Rationality of consumers’ behaviors as the basis of their typology 171 Sławomir Smyczek Differences and similarities in consumer behavior on international market 186 Part V New trends in consumer behavior on international market Krzysztof Hojeński, Agnieszka Put Benefits and threats for consumers of free-to-play games 205 Marta Grybś-Kabocik Misbehavior of e-shops’ consumers – empirical analysis 227 Agnieszka Hat Consumer ethnocentrism in service markets – the identification of typological groups 233 List of authors 251